Oman’s Ministry of Heritage and Tourism confirmed during its annual media briefing held in Muscat that the Sultanate’s tourism sector continues to deliver rapid growth and increasingly positive results.
The latest figures underline the effectiveness of the Sultanate’s approved tourism policies and programmes, as well as the sector’s expanding role in driving economic diversification and boosting its overall contribution to the GDP.
Sayyid Ibrahim Said Al Busaidi, Minister of Heritage and Tourism, stated that the briefing comes within the framework of supporting the heritage and tourism sectors as key pillars of economic diversification policies, reinforcing Oman’s long-term ambition to position tourism as a central engine of national growth.
2025 performance
Oman finished 2025 on a high, with visitor figures of around 3.9 million by year end, showcasing stronger source market diversity than ever before.
Beyond sheer numbers, hotel guest nights surged, generating thousands of nights across the Sultanate and underpinning growing demand for accommodation experiences. The tourism sector also continues to be a key pillar of economic diversification, contributing meaningfully to non-oil GDP performance; and strategic promotional efforts yielded direct promotional returns exceeding RO 69.8 million, evidence that targeted marketing is working.
This momentum set the stage for big plans as Oman turned its gaze towards 2026 and beyond.
Strategic campaigns and global visibility
Winter 2025–2026 kicked off with a splash. The Experience Our Winter campaign launched by the Ministry of Heritage and Tourism positioned Oman as the ideal winter destination, promoting its moderate climate alongside adventure, cultural and seasonal offerings.
In January 2026, Oman was on the world stage at FITUR 2026, one of the largest international tourism exhibitions in Madrid, showcasing diverse tourism products and luxury experiences while engaging with global partners and international operators.
And if that global spotlight wasn’t enough, Oman was recognised with the Emerging Tourist Destination Award for 2026 by the popular Viajar magazine in Spain, a testament to the country’s unique blend of culture, adventure, landscape diversity and sustainable tourism focus.
Infrastructure and asset development
Oman’s ambitions extend far beyond branding. A suite of strategic development plans, investment deals and infrastructure initiatives are gearing up to expand offerings, enhance visitor experiences and deepen competitiveness.
Accommodation expansion
Oman plans to open around 9,600 new hotel rooms by 2030, boosting its already growing inventory by more than 25 per cent and catering to a wider range of visitor segments from mid-market to luxury.
Major partnerships are also underway
OMRAN Group and TUI are set to develop five new joint hotels in Dhofar Governorate, expected to open by winter 2028, diversifying Oman’s beach-and-sun offerings and adding globally recognised hospitality brands to the portfolio.
And the hotel scene isn’t stopping there. Luxury experiential properties such as The Malkai, a one-of-a-kind hospitality concept spanning coastal, desert and mountain experiences, are due to debut in late 2026, elevating Oman’s high-end appeal.
Integrated destinations and experiential sites
OMRAN Group’s 20th-anniversary showcase emphasised broadening Oman’s tourism real estate ecosystem. Among the forthcoming highlights are:
- Mixed-use waterfront and urban projects at Sultan Qaboos Port;
- A luxury Nobu-branded resort;
- Agri-tourism ventures like Janaen Salalah;
- New visitor experience hubs at natural sites such as Wadi Shab, Majlis al Jinn Cave and Ras Al Shajar; and
- Cultural and crafts centres in historic districts like Muttrah.
These initiatives are precise and future-facing, designed to engage visitors across interests – culture, nature, heritage, adventure and luxury.
Visitor experience trends (safety, adventure and diversity)
Oman is also sharpening its product by enhancing safety and quality standards. New safety regulations for adventure tourism ensure responsible practices across activities like canyoning and rock climbing, critical for sustaining confidence among global adventure travellers.
Regions such as Musandam are experiencing heightened cruise and marine traffic during winter 2025–2026, reflecting broader trends in experiential tourism demand.
2026 and beyond
Put simply, Oman’s tourism sector is gaining momentum, driven by strategic initiatives and investments. The country is boosting its global presence through targeted campaigns and awards, while ambitious infrastructure projects are set to enhance the visitor experience and increase accommodation options. Integrated tourist complexes and partnerships are diversifying Oman’s offerings, catering to various interests such as beach resorts, desert wellness, heritage trails, and eco-adventures.
Additionally, the country is focusing on niche segments like cruise, charter, adventure, cultural, and MICE tourism, aiming for year-round appeal. With a USD 31 billion investment target by 2040, Oman’s tourism industry is prepared for significant growth, supported by government initiatives and private sector involvement.
Read more: The ultimate Oman travel guide: 10 best things to do
